“The Team Money, Huh?”, said the waitress.
Damn. That’s when it hit me. If you have never heard of THE MONEY TEAM, you are going to read the hat design as THE TEAM MONEY because of the word placement. Even though we had a “star” after the word TEAM, it was too subtle for most people unfamiliar with the brand to pick up on. The Money Team script logo was a major design failure, and although the graphic was aesthetically cool, or at least it was to me and the designer, it did not add value to the brand at the end of the day.
The core TMT logo existed before I took over the brand. Honestly, I was never a fan of the design, and I worked on other logos, but I respected Floyd’s wish to keep the original logo. Eventually, the design grew on me as I noticed that our logo had the highest stitch count compared to hats from other brands. Naturally, more thread means more dollars in material cost, but our brand was loud. Our main spokesperson was flashy and rich. It was only right that the product designs complemented his persona. Most importantly, people were buying the $48 snapbacks, so price wasn’t an issue.
I’m not too proud to admit when I make a mistake. Even though it was the designer who came up with the design, I should have caught the design flaw and never released the script logo. It was my responsibility to send only our best designs for sampling because we wanted a high hit rate. The more designs that we put into production, the higher our efficiency. Similar to Kevin Durant’s scoring efficiency; if we only released 1 shirt out of 10 shirts sampled, that’s kind of like shooting 10% from downtown. We would have wasted development time and sample fees for nine designs. Not only is that a terrible allocation of resources, but it also would be terrible judgment on my part.
I learned from this mistake and made sure that there would be no more confusion with future slogans and trademarks. All designs needed to have zero room for misinterpretation, and the focus moving forward was to offer more color ways in our best-selling TMT COURTSIDE snapback.